Purpose

The purpose of this study is to extend the research on fashion renting (FR) by investigating how personal and social motives (i.e. “subjective norms”, “perceived behavioural control”, “sustainable orientation” and “FR benefits”) affect consumers’ attitudes and intentions towards it. In addition, personality traits are investigated as potential antecedents of FR, resulting in the proposal of an overall framework that combines the theory of planned behaviour with the trait theory approach.

Design/methodology/approach

Data were collected in Italy from a sample of 694 consumers, mainly females (88%), with an average age of 28.8 years and coming from all over the country. The collected data were then processed via structural equation modelling.

Findings

The results indicated that intention towards FR is influenced by attitude, which, in turn, is affected by social norms, perceived behavioural control, sustainable orientation and FR benefits. Furthermore, only fashion leadership acts as a direct antecedent of FR attitude, while the need for uniqueness and materialism plays critical roles as predictors of personal and social motives. Subjective norms and perceived behavioural control also serve as mediators of the significant relationships between personality traits and attitudes towards FR.

Practical implications

The study provides useful implications for fashion rental companies in attracting consumers and offers a foundation for further research on transforming traditional consumption into a more sustainable one.

Originality/value

The study presents new knowledge on the rental phenomenon in the fashion sector by responding to the call to deepen the analysis of factors that influence consumers’ adoption of FR from the perspectives of personal and social motives and personality traits.

中文翻译：

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通过时装租赁促进基于准入的消费实践：来自意大利的证据

目的

本研究的目的是通过调查个人和社会动机（即“主观规范”、“感知行为控制”、“可持续导向”和“FR利益”）如何影响消费者的态度来扩展对时尚租赁（FR）的研究。以及对此的意图。此外，人格特质作为 FR 的潜在前因进行了研究，从而提出了一个将计划行为理论与特质理论方法相结合的总体框架。

设计/方法论/途径

数据是在意大利从 694 名消费者样本中收集的，其中主要是女性（88%），平均年龄为 28.8 岁，来自全国各地。然后通过结构方程建模处理收集的数据。

发现

结果表明，对FR的意图受到态度的影响，而态度又受到社会规范、感知行为控制、可持续取向和FR效益的影响。此外，只有时尚领导力才是 FR 态度的直接前提，而对独特性和唯物主义的需求则在个人和社会动机的预测中发挥着关键作用。主观规范和感知行为控制也充当人格特质和对 FR 态度之间重要关系的中介。

实际影响

该研究为时装租赁公司吸引消费者提供了有益的启示，并为进一步研究将传统消费转变为更可持续的消费奠定了基础。

原创性/价值

该研究响应从个人和社会动机以及人格特质的角度深入分析影响消费者采用FR的因素的号召，提出了对时尚界租赁现象的新认识。